Published on
October 21, 2025
In December 2024 both Polaris Holdings Co., Ltd. and Minacia Co., Ltd. merged, and began the integration of three pre-existing hotel brands: KOKO HOTELS, Hotel Wing International, and Tenza Hotel. All properties bearing these brands are expected to be unified under KOKO HOTELS by September 2025. This shift consolidates 63 hotels, 9,489 rooms across Japan, and makes KOKO HOTELS one of the top ten chains in the country.
New Brand Concept: “Here Discovery Begins”
KOKO HOTELS unveils its refreshed identity with a focus on discovery and cultural immersion. The new tagline, “Here Discovery Begins,” emphasizes the hotel’s role as a gateway to exploring Japan beyond typical tourist spots. Guests are encouraged to experience not just a place to stay but a hub for regional cuisine, culture, and interactions with locals, all tailored to their travel goals.
A Modern Approach to Hospitality
KOKO HOTELS is redefining hospitality by offering more than the traditional hotel experience. The brand is moving away from a sole focus on convenience and location, emphasizing the importance of local connections, guest interactions, and regional attractions. This vision seeks to provide guests with meaningful experiences that last well beyond their stay.
Visual Identity and Design by Asuka Watanabe
The new KOKO HOTELS logo and visual style are the creations of renowned graphic designer Asuka Watanabe. This design aims to allow for personal interpretation, encouraging each visitor to experience the brand in their own unique way, fostering a sense of connection and individuality.
Enhanced Services for a Memorable Stay
In line with the updated brand identity, KOKO HOTELS introduces several innovative services to elevate guest experiences:
A Taste of Japan Dashi Amenity: Guests can enjoy the essence of “umami” through regional dashi blends. This experience marks the beginning of each journey, offering a true taste of Japan.Unified Fragrance Program: Each KOKO HOTELS property features a shared fragrance to create lasting memories tied to the scent of the hotel, offering a familiar and reassuring sense of place.Eco-Bag Lending Service: As part of its commitment to sustainability, guests can borrow eco-bags at check-in for shopping or other personal needs. This small gesture emphasizes personalized, thoughtful services in a time when automation is becoming more common.Virtual Trip Guide: The introduction of an AI-powered mobile service, “tripla guide,” enables guests to access important information through their smartphones, ensuring a seamless stay. The guide provides helpful tips and local recommendations.Elevated Check-In Experience: From the moment guests arrive, KOKO HOTELS promises exceptional staff interactions. Each hotel now features a Brand Ambassador to guide guests and enhance their overall experience.Expansion Plans: More Hotels Coming Soon
In addition to the established KOKO HOTEL, KOKO HOTEL Premier, and KOKO HOTEL Residence brands, the company is set to expand with a new category called KOKO STAY. By spring 2028, the brand will also open 12 new hotels across various regions, further solidifying KOKO HOTELS’ commitment to providing travelers with more opportunities to discover Japan.
Guidance for Travelers
For those looking to explore Japan’s culture, cuisine, and hidden gems, KOKO HOTELS offers a starting point for meaningful journeys. Each property is strategically located to help guests delve deeper into the heart of Japan, from traditional dining experiences to immersive cultural activities. Whether you’re traveling for business, leisure, or cultural exploration, KOKO HOTELS ensures that every stay is a chance to learn and connect.
Overview
Koko Hotels Japan‘s reputation in the hospitality industry continues to grow with each passing day, due to the implementation of new services, thoughtful and responsive service, Japan’s sustainable cultural experiences, and the hospitality goals set forth by the company, Japan’s Koko Hotels is transforming the definition of hospitality services. Offering Japan’s Koko Hotels is more than a hospitality service. It is a unique opportunity, enabling one to explore Japan’s rich cultural experiences, services, and innovative approaches, along with the region’s natural beauty.
